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Principles of Marketing Philip Kotler

Principles of Marketing By Philip Kotler

Principles of Marketing by Philip Kotler

Reviews:
$62.99
Condition - Very Good
Only 4 left
Very Good

Summary

Delivering a practical and managerial approach to the subject, this book provides an introduction to marketing principles. It contains examples and applications which explain the major decisions marketing managers face. It also features marketing insights and concluding concept cases that reflect the growing influence of e-commerce.

Principles of Marketing Summary

Principles of Marketing: European Edition by Philip Kotler

Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace. The Fourth Edition "has changed to reflect marketing's ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce. In addition, recognising Europe's internationalism and the growth of globalisation, examples and cases are drawn, not from Europe alone, but from the US, Japan, South-East Asia and Africa. This is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.

Table of Contents

BRIEF CONTENTS PREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE: MARKETING NOW 1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING 3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society: social responsibility and marketing ethics 6. The global marketplace PART THREE: MARKETS 7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR: CORE STRATEGY 10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE: PRODUCT 13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX: PRICE 16. Pricing PART SEVEN: PROMOTION 17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT: PLACE 20. Managing marketing channels GLOSSARY SUBJECT INDEX INDEX OF COMPANIES

Additional information

GOR001521635
9780273684565
0273684566
Principles of Marketing: European Edition by Philip Kotler
Philip Kotler
Used - Very Good
Paperback
Pearson Education Limited
2004-11-30
992
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Principles of Marketing